The power elite of the game industry is a predominately white, and secondarily Asian, male-dominated corporate and creative elite that represents a select group of large, global publishing companies in conjunction with a handful of passive chain retail distributors. This hegemonic elite determines which technologies will be deployed, and which will not; which games will be made, and by which designers; which players are important to design for, and which play styles will be supported. The hegemony operates on both monetary and cultural levels. It works in concert with game developers and self-selected hardcore “gamers,” who have systematically developed a rhetoric of play that is exclusionary, if not entirely alienating to “minority” players (who, in numerical terms, actually constitute a majority) such as most women and girls, males of many ages, and people of different racial and cultural backgrounds. It is aided and abetted by a publication and advertising infrastructure, characterized by game review magazines, television programming and advertising that valorizes certain types of games, while it marginalizes those that do not fit the “hardcore gamer” demographic.